Zainurrafiqi (2012) The Effect of Customer Relationship Management (CRM) on Customer Satisfaction and Its Impact toward Customer Loyalty (Survey Base on the perception of the Customer of BRI Bank in University of Brawija. Magister thesis, Universitas Brawijaya.
Abstract
English Abstract
A faster rate of customer turnover requires companies to find right strategy in providing Customer Satisfaction and increase Customer Loyalty. Customer Relationship Management (CRM) as a workable business strategy is very appropriate to apply by a company to satisfy its customers and create loyalty. objective of this research is to analize and explain effect of Customer Prospecting, Relations with Customers, Interactive Management, Understanding Customer Expectations, Empowerment, Partnerships, and Personalization On Customer Satisfaction and Its Impact on Customer Loyalty, and also to analize and explain effect of Customer Satisfaction on Customer Loyalty. This research is conducted at BRI Bank in University of Brawijaya. large samples that taken in this research were determined by using a formula of Slovin, samples that could be taken are 99 persons. Meanwhile sampling technique was done by using purposive sampling . Data Analysis Method is conducted by Descriptive Statistics Analysis and Inferential statistic analysis that is Path Analysis. result of this research shown re is an effect between Customer Prospecting (X 1 ) on Customer Satisfaction (Z) with Beta value is equal to 0.351 by a significance level of 0.000. re is an effect between Relations with Customers (X 2 ) on Customer Satisfaction (Z) with Beta value is equal to 0.158 by a significance level of 0.010. re is an effect between Interactive Management (X 3 ) on Customer Satisfaction (Z) with Beta value is equal to 0.161 by a significance level of 0.023. re is an effect between Understanding Customer Expectations (X 4 ) on Customer Satisfaction (Z) with Beta value is equal to 0.272 by a significance level of 0.000. re is an effect between Empowerment (X 5 ) on Customer Satisfaction (Z) with Beta value is equal to 0.145 by a significance level of 0.022. re is an effect between Partnerships (X 6 ) on Customer Satisfaction (Z) with Beta value is equal to 0.208 by a significance level of 0.002. re is an effect between Personalization (X 7 ) on Customer Satisfaction (Z) with Beta value is equal to 0.225 by a significance level of 0.000. re is an indirect effect between Customer Prospecting (X 1 ) on Customer Loyalty (Y) with Beta value is equal to 0.146 by a significance level of 0.002. re is an effect between Relations with Customers (X 2 ) on Customer Loyalty (Y) with Beta value is equal to 0.100 by a significance level of 0.017. re is an effect between Interactive Management (X 3 ) on Customer Loyalty (Y) with Beta value is equal to 0.097 by a significance level of 0.042. re is an effect between Understanding Customer Expectations (X 4 ) on Customer Loyalty (Y) with Beta value is equal to 0.111 by a significance level of 0.013. re is an effect between Empowerment (X 5 ) on Customer Loyalty (Y) with Beta value is equal to 0.09 by a significance level of 0.030. re is an effect between Partnerships (X 6 ) on Customer Loyalty (Y) with Beta value is equal to 0.13 by a significance level of 0.004. re is an effect between Personalizations (X 7 ) on Customer Loyalty (Y) with Beta value is equal to 0.103 by a significance level of 0.017. re is an effect between Customer Satisfaction (Z) on Customer Loyalty (Y) with Beta value is equal to 0.533 by a significance level of 0.000. re is significantly and simultaneously effect between Customer Prospecting (X 1 ), Relations with Customers (X 2 ), Interactive Management (X 3 ), Understanding Customer Expectations (X 4 ), Empowerment (X 5 ), Partnerships (X 6 ) and Personalization (X 7 ) on Customer Satisfaction (Z) with coefficient of multiple determinants (R 2 ) which is equal to 0.737 and F -test is equal to 36.356 by significant value are 0.000 (less than 0.05). And re is significantly and simultaneously effect between Customer Prospecting (X1), Relations with Customers (X 2 ), Interactive Management (X 3 ), Understanding Customer Expectations (X 4 ), Empowerment (X 5 ), Partnerships (X 6 ) and Personalization (X 7 ) on Customer Loyalty (Y) with coefficient of multiple determinants (R 2 ) which is equal to 0887, and F -test is equal to 88 441, by significant value is equal to 0.000 (less than 0.05). results of this research indicate that studies about effect of Customer Relationship Management (CRM) on Customer Satisfaction and its Impact Toward Customer Loyalty in accordance with oretical foundations and results achieved are expected to be a concern for BRI Bank to give more attention to implementation of Customer Relationship Management for Customer Satisfaction and Customer Loyalty can be increased.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.812/ZAI/e/041204189 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Ilmu Administrasi Publik, Fakultas Ilmu Administrasi |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 04 Dec 2012 10:06 |
| Last Modified: | 04 Dec 2012 10:06 |
| URI: | http://repository.ub.ac.id/id/eprint/159932 |
Actions (login required)
 |
View Item |